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Ranking highly in Google should be the goal when creating a website. But with algorithms constantly changing and an unclear picture of what affects rankings, that might seem impossible.
A good rule of thumb to remember when optimizing your website is to keep end users, not search engines, in mind. The goal is to provide them with fresh, helpful content. What are your users searching for? Create content that answers those questions.
Finally, create easy page navigation, provide plenty of links and descriptive URLs and never try to trick search engines – they’re smart! They can tell when something’s not right.